Structure of the Report & Marking Scheme
The group exercise report should highlight the following:
1. Introduction of the Product/ Service in the context of Indian market - 20%
2. Segmentation - Discuss the major segmentation variables used to segment the Product/ Service –
25%
3. Positioning – Discuss the positioning of major players – 20 %
4. Applications of consumer behavior principles in segmentation and positioning - 25%
5. Conclusions - 10%